Allure’s annual ‘Best of Beauty’ awards series rounds up the best products of the year according to beauty editors. Now, you’ll be able to shop the awarded products like an editor in Ulta stores. Find out more about the collaboration from Women’s Wear Daily and shop some of winning products below from 2017:
Allure and Ulta Beauty are partnering to bring editor-approved beauty products to the masses. “Shop Like a Beauty Editor” displays are rolling out into all 1,010 Ulta Beauty doors on Tuesday for two weeks, complete with booklets that walk shoppers through Allure editor product picks and personality profiles. The pamphlets will also be in Allure’s October issue, which identifies the 283 Beauty of Beauty award winners.
In that section, Allure editors single out their favorites. Editor-in-chief Michelle Lee, for example, has a profile that identifies her as a K-Beauty enthusiast. Her picks include Skinfix Facial Exfoliating Pads, the Urban Decay Naked Ultimate Basics palette and Neutrogena Light Therapy Mask.
“The idea was, ‘how do we personalize this?’” said Jill Friedson, vice president of marketing at Condé Nast Women’s Collection. “That’s how the Shop Like a Beauty Editor booklet came about, and really, the platform … the next best thing to shopping with an editor is shopping with her suggestions.”
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“Guests can grab [it] and use it for inspiration and be able to move around the store and shop like a beauty editor,” said Shelley Haus, senior vice president of brand marketing at Ulta Beauty.
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The partnership allows both parties to “reach even more beauty lovers,” said Haus. In addition to the in-store display, Ulta will have a Best of Beauty section on its web site, Haus said.
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